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OCT 6

Tampa Bay Rays Get a P&G-Style Makeover†

Arsenal of Marketing Concepts Includes 'Brand Pillars' and Consumer Touchpoints

Advertising Age, October 6, 2008 — Under the guidance of a former Procter & Gamble brand manager, the Tampa Bay Rays have gone through the sort of transformation typical of deodorant sticks and shaving razors.

First off, the team got a new name — Devil is gone — and a fresh logo and color scheme, swapping green for blue. A list of "consumer touchpoints" was found via focus-group research and monitored to make sure the ballpark experience is fun for fans

Categories: Brand Strategy, Marketing Strategy, Customer Experience
Tags: Tampa Bay Rays, Revitalization

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